Sony XAV-60 DVD problem

I have just installed a Sony XAV-60 double din receiver into my audi a3. I bought this on eBay from America, thinking that changing the dvd region should not be too hard (as normally you are allowed to change the dvd region code like once or twice).
However, I have no idea now how to change the dvd region code lol and every time I try a dvd it say the region code is wrong.

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